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The overwhelming majority of people working on any given b2b marketing campaign have never seen, met or spoken to a customer, and certainly not a prospect. They work from reports and results. They are separated, a gap to a chasm, from the often-conflicted humanity of...

We cram a lot of hopes and expectations into content marketing—that prospects will have a preference for our brand and use our content as stepping stones in their consideration journey. Expectations do not decrease. We need content to work harder....